1. Create the conditions for effective usage monitoring

The cross-functional performances of companies that succeed in their use-driven innovation approach are :

• a strong culture of listening to their customers (surveys, front line, etc.), a culture of service and a strong brand;

• they target structural "high-volume consumers" to test and launch new products;

• they have marketing skills within R&D;

• they go out to meet consumers and use them as usage laboratories;

• they have modular platforms, configurable products and services that can be programmed in real time, and short-loop development processes.

How can you get closer to this model?

This type of innovation is particularly well suited to B2C, where...